Campaign details
Brand: VaselineBrand owner: Hindustan Unilever LimitedLead agency: MindshareCountry: IndiaIndustries: Skin care, sun protectionBudget: Up to 500k
Executive summary
The business problem for Vaseline, the market leader in the hand and body lotions category in India, was a huge drop (800 bps) in its spontaneous awareness during the 2016 December quarter. This kind of a drop is often the lead indicator of sales or share drop.
Vaseline was grappling with the question – why did spontaneous awareness drop? And more importantly, how can we ensure it doesn't keep on...